IBM recently found success using social media marketing tools to create buzz around an otherwise “dry” technology product.

The campaign was targeted at a few hundred thousand IT professionals to inform them of their latest product that aids developer collaboration.

They created a character named Mr. Fong, and sent him off into space. Mr. Fong must now try to use every available tool to reconnect with his team.

Users can follow Mr. Fong’s progress via YouTube videos, video email messages, Facebook and MySpace profiles and a Twitter account. The central focus of the campaign is at the website www.connectmrfong.com.

Mixing social media and B2B

In the past, IBM’s marketing team would have used a direct mail campaign to target potential customers. Today, the team is using a variety of online tactics in their marketing mix.

IBM has found the video email introduction to the campaign to be one of the most successful tactics. Email open rates are at 20% with 3.4% click-through rates over the past 11 weeks, according to Adweek.

Visit www.connectmrfong.com for ideas on how to leverage the power of social media to promote a seemingly “dry” product of your own.